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Delivering information about retirement saving among Hispanic women: two Facebook experiments

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  • BLANCO, LUISA R.
  • RODRIGUEZ, LUIS M.

Abstract

We conducted two Facebook experiments (the first one during July 21–25, 2016, and the second during April 22–25, 2018) to determine what type of message related to injunctive norms is more effective in getting Hispanic women interested in learning about financial planning for retirement. We also explore how social media tools could be used in future interventions to promote retirement saving among Hispanic women. In both experiments, we found that a message centered on peer influence may be more successful than a message centered on familism in getting Hispanic women interested in learning more about financial planning for retirement. When we disaggregate our data by age and state, we find that click-through rates were higher among Hispanic women between 45 and 55 years old, and the largest numbers of impressions were among Hispanic women in California and Texas. When we disaggregate our data by device, we find that most study participants were reached through an Android smartphone.

Suggested Citation

  • Blanco, Luisa R. & Rodriguez, Luis M., 2020. "Delivering information about retirement saving among Hispanic women: two Facebook experiments," Behavioural Public Policy, Cambridge University Press, vol. 4(3), pages 343-369, November.
    • Handle: RePEc:cup:bpubpo:v:4:y:2020:i:3:p:343-369_4
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    Cited by:

    1. Kim, Joonkyung & Zhao, Min & Soman, Dilip, 2023. "Converging vs diverging: The effect of visual representation of goal structure on financial decisions," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 362-377.
    2. Stefano Carattini & Kenneth Gillingham & Xiangyu Meng & Erez Yoeli, 2022. "Peer-to-Peer Solar and Social Rewards: Evidence from a Field Experiment," CESifo Working Paper Series 10173, CESifo.
    3. Blanco, Luisa R. & Hernandez, Isaias & Thames, April D. & Chen, Lucia & Serido, Joyce, 2023. "Mind your money: A community-based digital intervention for improving financial capability among Hispanics," Journal of Economic Behavior & Organization, Elsevier, vol. 212(C), pages 629-643.

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